The social networking site Badoo is now offering premium services that users in the United Kingdom can pay for using their mobiles. The payment solution is provided by Ericsson and its IPX mobile payment service.

Badoo.com is a location-based service for people looking to chat, flirt and meet other people nearby. The social network uses a “freemium” business model, where users can register, create a profile and upload unlimited images at no cost. Premium features such as ‘Super Powers’, gifts and featured profiles can be paid for via a range of methods including credit/debit card, PayPal or SMS.

Badoo is available in over 180 countries, has more than 114 million registered users and is growing rapidly. It is currently the 2nd largest Facebook Application (behind CityVille)

Bart Swanson, COO of Badoo, says: “Providing consumers with a mobile payment method for premium services is vital for the success of any freemium based business, by making purchases simple with SMS, we expect more of our members to be able to use and appreciate premium services. Transactions will be charged to their mobile phone bill in the case of postpaid clients, or deducted from their credit in the case of prepaid.

“IPX’s operator payment services in many countries are also likely to support Badoo as we look to quickly launch the service in other markets,” said Swanson.

Ericsson Internet Payment Exchange (IPX) is a global mobile commerce and connectivity enabler. As a carrier/operator payment broker, Ericsson provides delivery and charging, using direct billing, premium SMS, Web and online mobile payment. Customers are more than 1000 successful multinationals reaching consumers with high disposable incomes in many countries across the globe.

About Badoo.com

Badoo.com is the world’s largest Social Network for meeting new people locally. First launched in Spain in 2006, it is now one of the leading social networks in France, Italy, Spain and Latin America, with over 114 million registered users worldwide and growing.

Badoo has become one of the 130 most visited websites in the world by providing a fun, useful location based service designed for people to meet other people.

Ericsson is the world’s leading provider of technology and services to telecom operators. Ericsson is the leader in 2G, 3G and 4G mobile technologies, and provides support for networks with over 2 billion subscribers and has the leading position in managed services. The company’s portfolio comprises mobile and fixed network infrastructure, telecom services, software, broadband and multimedia solutions for operators, enterprises and the media industry. The Sony Ericsson and ST-Ericsson joint ventures provide consumers with feature-rich personal mobile devices.

Ericsson is advancing its vision of being the “prime driver in an all-communicating world” through innovation, technology, and sustainable business solutions. Working in 175 countries, more than 90,000 employees generated revenue of SEK 203.3 billion (USD 28.2 billion) in 2010. Founded in 1876 with the headquarters in Stockholm, Sweden, Ericsson is listed on NASDAQ OMX, Stockholm and NASDAQ New York.